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In Others’ Words

August 22, 2014

I’ve read and heard multiple times – so I’ve come to believe it’s at least partly true – that one of the techniques that marketing departments or agencies use when developing campaigns to promote a product or service is to look at it from the consumer’s, customer’s or client’s perspective.
The point is often brought home that if management would use this technique as much as marketers, then management would be more effective and would label itself, rather than marketers, as the “creative team.” It chafes me to hear a CEO say he or she wants to know what “creative” has to say about a sponsorship initiative before the CEO will offer an opinion.
Thinking about what our customers want doesn’t require that leaders suspend their personal beliefs or reverse experience-based opinions. It merely asks that we look at things from a different and sometimes even opposite point of view. And to be truly revealing, it asks that we try to put into words where other people stand on a particular topic.
It asks us to actually try to describe what our customers see from where they stand and what they say they want. For example, in our work, it would ask administrators to think about and actually describe what coaches want, and vice versa. And it asks both coaches and administrators to think about and put into their own words what student-athletes want, and what their parents want.

This has been an ongoing part of my life, provoked I suppose by my marriage of 42 years to a woman whose political views often point 180 degrees from my own. And this approach has been especially enlightening on school sports’ most troublesome topics, some of which we are tackling at this time, like ...

  • Out-of-season coaching rules
  • Junior high/middle school programming
  • Health and safety mandates

Improving Concussion Data

August 18, 2017

The Michigan High School Athletic Association’s 750 member high schools reported nearly 500 fewer concussions for the 2016-17 school year than the year before – 11 percent fewer.

That’s good news, but it’s not a trend we can bank on. It’s too soon to do that. There are too many variables that might explain or contribute to the decline from 4,452 to 3,958 concussions.

Related Story | 2016-17 Summary Report

But of this we are certain: Schools are taking head injuries seriously. It is not a lack of concern or a lack of care in reporting that has led to the 11 percent decline.

It’s more likely the second year’s data is just better than the first year. The process was better understood. The numbers are more accurate.

Our data will become most reliable and useful when we have several years to compare and analyze. Only then will we really know where the trouble spots remain; and only then can those areas be most effectively addressed.